Pinduoduo’s standardized operation strategy

It is very necessary to learn the standardized operation ideas. Simply put, standardized operation is to simplify complex things and standardize simple things. Following this article, we will discuss the standardized operation ideas of Pinduoduo. I hope it will be helpful to everyone and recommended to e-commerce operators.

E-commerce operations are simple and complex at the same time. The simple thing is that apart from uploading links and driving, there seems to be nothing else to do in daily e-commerce operations.

The complexity is that if e-commerce operators want to increase the number of orders, they need to have at least the following abilities: aesthetic appreciation of pictures, ability to analyze competing products, familiarity with platform rules, understanding of user needs, control of suppliers, etc. It is complex in simplicity, and seemingly simple in complexity .

What I like to do most in e-commerce operations is to simplify complex things and standardize simple things. In this article, let's talk about the standardized thinking of Pinduoduo operations. We have only one purpose in Pinduoduo, which is to place orders, so the focus of the standardized operation thinking is around placing orders .

1. The first step of standardized operation: opening a store

I think everyone agrees on this. How can you sell goods without opening a store? Opening a store is the first step to selling goods, so what are the requirements for opening a store? You should try your best to get resources such as black labels and flagship stores. We have an old saying: Don't lose at the starting line when doing e-commerce . If you want to win over competitors at the starting line, you need these resources.

A black label store and a white label store. Of course, the black label store is easier to link. The black label store needs authorization from a well-known brand, while the flagship store is exclusive to the brand. E-commerce is all about resources, so the first step in opening a store is to get the first-mover advantage. The more resources the better. If you don’t have resources, my advice is not to open a store.

2. The second step of standardized operation: link up

It is necessary to put links on a store. Don't tell me how great you are. Just do as I say. Arrange and design 5 main pictures, 5 sets of SKUs, and 5 links for each product. The purpose of making pictures by yourself is to prevent price comparison, and the purpose of multiple links is to test the links.

No god can guarantee that he can get a hit with just one link, so leave the link testing to the system. Run 5 links together, and some will definitely run fast and some will run slow. Just keep the fast ones and remove the slow ones.

If you want to draw a picture, you can directly download the materials of the list link and make the design perfectly reproduced. I am so lazy that I will even reproduce the other party’s sku text. Why? Think about it, since others are on the list, even if they are forced to pay, the conversion will definitely be good. If the link is not good, you can’t pull it up even if you force it to pay .

3. The third step of standardized operation: laying the foundation

Don't start too fast after you upload a new link. Each link should have 1 million sales and 30 reviews. Don't be too stingy. This is the industry standard. Everyone does it this way. If you want to make money on Pinduoduo, you can't be too restrained. Be open and start from the highest foundation. If your budget is enough, it's OK to get 200 reviews for a single link.

Another point is that if the link is not up, the cost of supplementing the data will be wasted, so if you are playing with hundreds of links, then this budget needs to be considered.

The current review cycle is four days. After the link is posted, you have four days to optimize the internal work. For those hot products that need to be promoted as soon as possible, before the materials are out, you can have a main picture and a detail picture, put the link up to lay the foundation first, and then you can make the materials.

4. The fourth step of standardized operation: link testing

Now that the link foundation has been established, the next step is to test the link. There are many ways to test the link, but I will only talk about the entire site. Anyway, there is only one product promotion next.

It is more appropriate to bid from low to high when testing links. For example, if the profit is 10 yuan, bid 5 yuan for each of the 5 links on the link list at the same time, turn on the rapid promotion, and run it for three or four days. The data here are exposure and order volume. Links with only exposure but no order volume are not very good. If you do not have the ability to optimize the conversion rate, such links should be abandoned.

There are two indicators in the through train, creativity and conversion. Obviously, the conversion has a higher weight. Products with high conversion rates are more likely to have explosive sales at the same bid. Run the five links for three or four days, and keep the two links with the highest order volume and the highest exposure. If the others have orders, keep them, and if they have not, remove them directly.

There is a situation here. Because you test 5 links at the same time, there is a possibility that excellent materials will be buried. I opened several links that I personally thought were good but they did not test out. Later, after a period of time, I re-listed a link with this material, and it actually took off.

So, if you think the material is good, you can give it a few more chances . If one link doesn't work, you can put two or three links on the same material and maybe it will work. Of course, for the material that you don't think highly of, if it doesn't work, it really won't work.

5. The fifth step of standardized operation: increasing the number of orders

I see the most common question asked by e-commerce operators in our e-commerce group is how to increase the number of orders. In fact, the failure to increase the number of orders means that the previous links have not been done well. If you have really measured a link with good data, then isn't it easy to increase the number of orders?

The through train has a fast promotion function, and the first 20 orders can be quickly issued. My usual practice is that since the link with good data is measured, the fastest way to increase the order volume of this link is to be time-sensitive and have a heavy task.

Because the exposure of the through train is based on the data of the previous 24 hours , it is necessary to launch rapid promotion to quickly increase the volume of the link in a short period of time and quickly increase the GMV.

What I do is, assuming the profit is 10 yuan, I bid 6 yuan in the first stage, turn on the rapid promotion, and make a small loss to attract orders. Generally, the first stage can be completed in two or three hours, and then I immediately raise the price to 10 yuan in the second stage. In the early stage, I don’t consider profits, only orders.

In actual operation, the second-stage bid will also be determined based on the speed of the through train. The faster the first stage runs, the larger the second-stage bid space will be. There is no way to standardize the specific bid, because different links run at different speeds in the first stage. Even if you open a super-fast promotion, some links may not be able to run in one day.

This needs to be judged based on everyone's daily experience. Anyway, the idea is that if you think the link is very effective, you can bid low to amplify it. If the link is just average, you can bid high to quickly attract people. If the link is not very effective, such a link will be abandoned in the link testing stage and will not enter this step.

VI. Final

In fact, when you reach the stage of increasing the number of orders, the operation of the entire link is coming to an end and entering the stage of reaping profits. What? Everyone is still losing money. There is no other way. Change the product.

In the later stages of a product, as more people make it, the profit will become very slim. With the same standardized operation idea, the same effort is put into promoting new products and old products, but the returns are different. Therefore, the choice of a product directly determines whether you can make money in the end.

Author: Tiger Talks Operations

Source: WeChat official account: "Tiger Talks about Operations (ID: laohujiangyy)"